Ebook Essentials of marketing (15th edition): Part 2
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Ebook Essentials of marketing (15th edition): Part 2
www.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2res that specialized in “dry goods,' mainly textiles and ready-to-wear clothing. Learning from those early failures. Macy finally hit on a formula that worked with the R.H. Macy Dry Goods store he opened in New York City in 1858. Macy was soon adding departments with new product lines and moving int Ebook Essentials of marketing (15th edition): Part 2o nearby buildings. Resembling a collection of specialty shops, Macy's became one of the world’s first department stores. Innovative from the start, MEbook Essentials of marketing (15th edition): Part 2
acy's was the first store to offer visits with Santa Claus. It also led the way in illuminating window displays to lure customers into its stores. In www.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2 to be popular with American shoppers; the concept was in the growth stage of its life cycle for more than a century before sales topped out in the 1970s. Department stores' large product assortment and attentive customer service appealed to many customers. Typically located in city centers or regio Ebook Essentials of marketing (15th edition): Part 2nal malls, department stores pulled customers from a wide geographic area. In the early 1900s. Sears and Marshall Field's branched out with mail-orderEbook Essentials of marketing (15th edition): Part 2
catalogs and brought the department store to rural America. In the 1970s. department stores began to lose market share; first to mass-merchandisers awww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2ushed sale prices, but profits declined and customer service suffered. Many thought the arrival of Internet retailing in the late 1990s signaled the death knell for department stores. But some department stores successfully adapted their marketing mixes, making them relevant again. Macy's has been p Ebook Essentials of marketing (15th edition): Part 2articularly successful.Macy's revival stems from changes across its marketing strategy. Macy's started by clearly defining its target markets. Macy’sEbook Essentials of marketing (15th edition): Part 2
saw an opportunity with teens and the slightly older millennials (ages 19-30), who spend $60 billion a year and 50 percent more per person than the avwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2egment has unique needs and shopping behaviors.High school age teens want stylish clothes and spend a lot of time online. So Macy's connects with them through Tumblr, Pinterest, Facebook, and text messages. Macy’s social media feauture a mix of content that appeals to teens: videos with the latest f Ebook Essentials of marketing (15th edition): Part 2ashion trends, online shopping, and m.mix, where teens can discover new bands, download music, and get tips on decorating a college dorm room. Macy'sEbook Essentials of marketing (15th edition): Part 2
has also developed exclusive lines for this market, including Marilyn Monroe clothing (for girls), G-Star Raw clothing (for boys). Keds collection showww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2ff to be available but not pushy with teens.The millennial market might be found in college, starting a career, or maybe having a family. These customers prefer to hear from Macy's via e-mail, catalog, or direct mail. Macy’s created its Impulse Shop with products for this group. Shoppers will find I Ebook Essentials of marketing (15th edition): Part 2nglot Cosmetics. DV by Dolce Vita Shoes, and Else from Joe’s Jeans here. This target market favors fastfashion retailers such as Zara and H&M that proEbook Essentials of marketing (15th edition): Part 2
duce a collection of clothes and get it into a store in just a couple of weeks. Macy's needed to do the same and spurred its supply chain to respond qwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2bag might be suggested to complement the black shoes a shopper puts into her shopping cart. And in the store. Macy's salespeople are friendlier and offer more suggestions to millennials than to teens.The My Macy's program mines customer data to adapt marketing communications to individual customers. Ebook Essentials of marketing (15th edition): Part 2 Macy's customer relationship management database includes a great deal of insight about each customer: previous purchases, responses to e mails, onliEbook Essentials of marketing (15th edition): Part 2
ne shopping behavior, and other information collected over time. Macy's uses these data to customize promotions in e-mails and direct mail. For examplwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2ise designed to appeal to each customer. As a result, footwear fanatics saw more shoes and moms saw more kids’ clothes.Macy's recognizes that teens and millennials are multi channel shoppers, and Macy's wants to be in all those channels. Macy’s developed its "omnichannel' strategy to create a seamle Ebook Essentials of marketing (15th edition): Part 2ss shopping experience across its mobile, online, and brick and rnorlar stores. So when the shoes a customer loves at the store are not in stock in hiEbook Essentials of marketing (15th edition): Part 2
s size, they are delivered to the customer’s home two days later direct from Macys.com. when a customer finds Macys.com doesn't have a navy blue Lacoswww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2 the front door. Sometimes even Macy's One-Day Sale prices don’t move the merchandise. When that happens, or when returns cannot be restocked, other channels of distribution are needed. Macy’s Wholesale sells pallet loads of returnedclothing and unsold merchandise to clearance centers or other count Ebook Essentials of marketing (15th edition): Part 2ries.Macy’s is leading a department store revival with its blend of online, mobile, and 8oo- stores, an ability to transfer m big data into personalizEbook Essentials of marketing (15th edition): Part 2
ed shopping experiences, and a focus on the needs of its teen and millennial target markets. Still. Macy's faces fierce competition from department stwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2's must continue adapting its marketing mix to meet its customers' evolving needs.1LEARNINGOBJECTIVESRetail and wholesale organizations exist as members of marketing channel systems. But they also do their own strategy planning as they compete for target customers. Ar. the Macy's case shows, these f Ebook Essentials of marketing (15th edition): Part 2irms make decisions about Product. Place. Promotion, and Price. I his chapter overviews the strategy planning decisions of different types of retailerEbook Essentials of marketing (15th edition): Part 2
s and wholesalers. The chapter shows how retailing and wholesaling arc evolving—to give you a sense of how things may change in the future.When you fiwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2ies.3Know about the many kinds of retailers that work with producers and wholesalers as members of channel systems.4Understand what is different about retailing on the Internet.5Understand how and why retailers evolve, including the roles of technology, scrambled merchandising, and the “wheel of ret Ebook Essentials of marketing (15th edition): Part 2ailing.’6Understand some of the differences in retailing in different nations.7Know what progressive wholesalers are doing to modernize their operatioEbook Essentials of marketing (15th edition): Part 2
ns and marketing strategies.8Know the various kinds of merchant and agent wholesalers and the strategies they use.9Understand important new terms (showww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general stor Ebook Essentials of marketing (15th edition): Part 2holesalers perform a vital role in channel systems. Now we’ll look at the decisions lhalretailers and wholesalers make in developing their own strategies. But first, study Exhibit 12-1 for a visual of how everything fits together.Producers can choose a variety of different paths to deliver products Ebook Essentials of marketing (15th edition): Part 2to target customers (see Exhibit 12-2). In Chapter 10 we discussed how some producers deliver goods or services directly to customers. We also saw howEbook Essentials of marketing (15th edition): Part 2
in some industries.306wwv/.downloadslide.comExhibit 12-1 Marketing Strategy Planning for Retailers and WholesalersCHAPTER 12 Ỉwww.dowTiloadslidu.coniRetailers, Wholesalers, and Their Strategy Planning305From 1043 to 1855 Rowland Hussey Macy opened-and closed-four general storGọi ngay
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